MHT launches campaign to promote Khareef Dhofar 2026
Published: 05:08 AM,Aug 04,2026 | EDITED : 09:08 AM,Aug 04,2026
The Ministry of Heritage and Tourism (MHT), in cooperation with the Office of the Governor of Dhofar and Dhofar Municipality, launched its promotional campaign for the Khareef Dhofar 2026 under the slogan 'Dhofar_is_something_else.'
This campaign is part of its efforts to promote Khareef season as one of the most famous tourist seasons and the ideal summer destination in the region, and to establish it as the first choice for families seeking a mild climate and authentic cultural experiences.
This campaign is part of its efforts to promote Khareef season as one of the most famous tourist seasons and the ideal summer destination in the region, and to establish it as the first choice for families seeking a mild climate and authentic cultural experiences.
Marwan bin Abdul Hakim al Ghassani, Director of the Promotion Department in Dhofar Governorate, said that the “Dhofar_Something Else” campaign is an innovative step that closely addresses the requirements of tourism promotion in the targeted markets this year and aligns with promotional trends in today's competitive regional environment.
Al Ghassani said, “The campaign included the production of a promotional video for the Dhofar Khareef season by Saudi artist Rashed Al Majed, titled ‘Dhofar Something Else.’ The video has garnered widespread engagement since its release, registering over 7 million views, reflecting its success in reaching the target audience and enhancing the campaign's presence on digital platforms.”
Al Ghassani said, “The campaign included the production of a promotional video for the Dhofar Khareef season by Saudi artist Rashed Al Majed, titled ‘Dhofar Something Else.’ The video has garnered widespread engagement since its release, registering over 7 million views, reflecting its success in reaching the target audience and enhancing the campaign's presence on digital platforms.”
The campaign includes a digital advertising campaign targeting the local and Gulf markets through social media influencers and the launch of integrated promotional campaigns in partnership with several Gulf travel and tourism companies in the targeted markets, media institutions (including public and private radio stations), and local and regional Gulf airlines.
Familiarization trips and visits have also been organized for delegations, media organizations, and tourism companies.
The promotions include an outdoor advertising campaign at Salalah Airport and other cities in Muscat, Buraimi Governorate, Suhar, Sur, Nizwa, Kuwait City, Jeddah, Abha, Taif, and Asir.
Partnerships were also established with airlines through joint promotional campaigns with Saudi Arabian Airlines, Jazeera Airways, and Oman Air to promote the Khareef season through the company's platforms and marketing channels, and to enhance access to the targeted markets.
MHT has launched a dedicated page for the Khareef Dhofar on the 'Discover Oman' platform.